Organizational objectives & identity
The five target areas of internal communications are interlinked and can only work effectively if they are aligned to an organization’s context and issues, and are geared to realizing its goals.
An organization’s DNA
The way an organization operates is mainly determined by the nature of the business. Is it profit or not-for-profit? Does it deliver services or products? What is the organization’s DNA? An organization’s mission refers to its DNA - its purpose, whether producing or providing service is leading, its ambition etc.. From the mission follow its vision and targets. According to Involve, the internal communication policy and objectives have to be aligned with the short and long-term organizational targets.
Mission, vision and targets reflect what the organization is about, but do not refer to how the targets are being met. Are systems and procedures leading or people and processes? How do people co-operate and are roles and responsibilities clear? What behavior or (sometimes contradictory) perceptions dominate its culture?
People, culture and processes
All these factors have to be taken into account when developing, adapting or strengthening the five focus areas in order to achieve sustainable results. The more so if major changes are to impact an organization’s core: people, culture and processes.
